George Northwood


George began his hairdressing career over 20 years ago. His instinctive understanding and feel for hair allowed him to rise through the ranks of hairdressing swiftly, eventually working as Creative Director in some of London's most prestigious salons.

The George Northwood salon on Wells Street, W1 was his first solo venture following demand from celebrity clients and magazine editors to bring his unique sense of style to the London beauty scene. Since its launch in 2014, the salon’s popularity has soared, having been included in countless ‘Best Salon’ round ups published by Vogue, Harper’s Bazaar, The Telegraph, Vanity Fair, The Times and many more.

The salon, coupled with George’s exceptional talent, continues to cultivate a discerning client list of London’s most stylish inhabitants.

The opening of his new Shoreditch salon in March 2023 will allow a new audience to enjoy being part of the George Northwood community: an inclusive one that values a strong connect with a highly loyal George Northwood team and reliably effortless, stylish hair. It will offer a unique, home-from-home experience that is as efficient and enjoyable as it is resolutely modern.

This considered space on Boundary street will include a meld of 20th century furniture and one of pieces that value the stories of their makers.

“Northwood has a gift for making women feel like themselves. Put simply, he listens - and then gives you the kind of hair that makes you want to take a selfie rather than brushing out the style as soon as you’ve left the salon”.

– British Vogue

The reason why George’s clients value him so much is because they treasure his instinct for understanding what they really want. His experience of working with all types of hair led him to realise that his clients’ needs were often not being met by their existing hair care routine. This triggered the development of UNDONE, a much anticipated collection of hair care products and tools which underline the effortless, modern approach which has become synonymous with his signature.

UNDONE was created to respond to the needs of women today: women who want natural looking hair and do not wish to look as if they have just visited the hairdressers but instead, have just stepped off an editorial shoot.

Several years in the making, George Northwood has been privy to the most authentic, organic focus group: a roster of women which includes exacting beauty editors as well as Alexa Chung, Rosie Huntington Whiteley, Alicia Vikander, Julianne Moore and Rachel Weisz.

As such, UNDONE not only capitalises on George Northwood’s unrivalled instinct for what women need from a product range but also, what women want for their hair.

Says George Northwood: “The range is called Undone, because this reflects my signature style, but I also wanted to “Undo” the maze of hair. Over the years I have tried every hair product on the market. I was committed to ensuring that my range is formulated with the very best quality ingredients and I have worked hard to ensure my formulations are efficacious and able to challenge the very best products that are currently on the market“.

UNDONE is easily shoppable, with straightforward advice, no confusing jargon and guidance for specific hair concerns: UNDIRTY for your everyday cleanse, UNPARCHED is dry hair’s best friend, UNDAMAGED will restore and repair damage and UNPOLLUTED will strip hair of unwanted build up and protect against pollution. The collection comprises 20 products and consistent with George Northwood’s commitment to sustainability, the full range is made from vegan formulations, no sulphates and packaging which can be recycled – all of it.